韩素音翻译大赛-汉译英一等奖
第26届韩素音青年翻译奖大赛参赛试卷（英译汉）
第26届韩素音青年翻译奖大赛参赛试卷（英译汉）请按照以下格式在答卷上填写选手信息栏姓名：_______性别：_____ 学号：_______年级专业：______________ 学院（全称）：_________________ 联系方式：_____________英译汉竞赛原文：How the News Got Less MeanThe most read article of all time on BuzzFeed contains no photographs of celebrity nip slips and no inflammatory ranting. It’s a series of photos called “21 pictures that will restore your faith in humanity,” which has pulled in nearly 14 million visits so far. At Upworthy too, hope is the major draw. “This kid just died. What he lef t behind is wondtacular,” an Upworthy post about a terminally ill teen singer, earned 15 million views this summer and has raised more than $300,000 for cancer research.The recipe for attracting visitors to stories online is changing. Bloggers have traditionally turned to sarcasm and snark to draw attention. But the success of sites like BuzzFeed and Upworthy, whose philosophies embrace the viral nature of upbeat stories, hints that the Web craves positivity.The reason: social media. Researchers are discovering that people want to create positive images of themselves online by sharing upbeat stories. And with more people turning to Facebook and Twitter to find out what’s happening in the world, news stories may need to cheer up in order to court an audience. If social is the future of media, then optimistic stories might be media’s future.“When we started, the prevailing wisdom was that snark ruled the Internet,” says Eli Pariser, a co-founder of Upworthy. “And we just had a really different sense of what works.”“You don’t want to be that guy at the party who’s crazy and angry and ranting in the corner —it’s the same for Twitter or Facebook,” he says. “Part of what we’re trying to do with Upworthy is give people the tools to express a conscientious, thoughtful and positive identity in social media.”And the science appears to support Pariser’s philosophy. In a recent study from the Massachusetts Institute of Technology, researchers found that “up votes,” showing that a visitor liked a comment or story, begat more up votes on comments on the site, but “down votes” did not do the same. In fact, a single up vote increased the likelihood that someone else would like a comment by 32%, whereas a down vote had no effect. People don’t want to support the cranky commenter, the critic or the troll. Nor do they want to be that negative personality online.In another study published in 2012, Jonah Berger, author of Contagious: Why Things Catch On and professor of marketing at the Wharton School of the University of Pennsylvania, monitored the most e-mailed stories produced by the New York Times for six months and found that positive stories were more likely to make the list than negative ones.“What we share [or like] is almost like the car we drive or the clothes we wear,” he says. “It says something about us to other people. So people would much rather be seen as a Positive Polly than a Debbie Downer.”It’s not always that simple: Berger says that though positive pieces drew more traffic than negative ones, within the categories of positive and negative stories, those articles that elicited more emotion always led to more shares.“Take two negative emotions, for example: anger and sadness,” Berger says. “Both of those emotions would make the reader feel bad. But anger, a high arousal emotion, leads to more sharing, whereas sadness, a low arousal emotion, doesn’t. The same is true of the positive side: excitement and humor increase sharing, whereas contentment decreases sharing.”And while some popular BuzzFeed posts —like the recent “Is this the most embarrassing interview Fox News has ever done?” —might do their best to elicit shares through anger, both BuzzFeed and Upworthy recognize that their main success lies in creating positive viral material.“It’s not that people don’t share negative stories,” says Jack Shepherd, editorial director at BuzzFeed. “It just means that there’s a higher potential for positive stories to do well.”Upworthy’s mission is to highlight serious issues but in a hopeful way, encouraging readers to donate money, join organizations and take action. The strategy seems to be working: barely two years after its launch date (in March 2012), the site now boasts 30 million unique visitors per month, according to Upwort hy. The site’s average monthly unique visitors grew to 14 million people over its first six quarters — to put that in perspective, the Huffington Post had only about 2 million visitors in its first six quarters online.But Upworthy measures the success of a story not just by hits. The creators of the site only consider a post a success if it’s also shared frequently on social media. “We are interested in content that people want to share partly for pragmatic reasons,” Pariser says. “If you don’t have a g ood theory about how to appear in Facebook and Twitter, then you may disappear.”Nobody has mastered the ability to make a story go viral like BuzzFeed. The site, which began in 2006 as a lab to figure out what people share online, has used what it’s le arned to draw 60 million monthly unique visitors, according to BuzzFeed. (Most of that traffic comes from social-networking sites, driving readers toward BuzzFeed’s mix of cute animal photos and hard news.) By comparison the New York Times website, one of the most popular newspaper sites on the Web, courts only 29 million unique visitors each month, according to the Times.BuzzFeed editors have found that people do still read negative or critical stories, they just aren’t the posts they share with their friends. And those shareable posts are the ones that newsrooms increasingly prize.“Anecdotally, I can tell you people are just as likely to click on negative stories as they are to click on positive ones,” says Shepherd. “But they’re more likely to sh are positive stories. What you’re interested in is different from what you want your friends to see what you’re interested in.”So as newsrooms re-evaluate how they can draw readers and elicit more shares on Twitter and Facebook, they may look to BuzzFe ed’s and Upworthy’s happiness model for direction.“I think that the Web is only becoming more social,” Shepherd says. “We’re at a point where readers are your publishers. If news sites aren’t thinking about what it would mean for someone to share a story on social media, that coul be detrimental.”PS：1.请各位参赛选手关注我们的新浪微博：@安徽师范大学翻译协会2014，和腾讯微博：@安徽师范大学译协。
韩素音青翻译奖赛中文原文及参考译文和解析
老来乐Delights in Growing Old六十整岁望七十岁如攀高山。
不料七十岁居然过了。
又想八十岁是难于上青天，可望不可即了。
岂知八十岁又过了。
老汉今年八十二矣。
这是照传统算法，务虚不务实。
现在不是提倡尊重传统吗?At the age of sixty I longed for a life span of seventy, a goal as difficult as a summit to be reached. Who would expect that I had reached it? Then I dreamed of living to be eighty, a target in sight but as inaccessible as Heaven. Out of my anticipation, I had hit it. As a matter of fact, I am now an old man of eighty-two. Such longevity is a grant bestowed by Nature; though nominal and not real, yet it conforms to our tradition. Is it not advocated to pay respect to nowadays?老年多半能悟道。
孔子说“天下有道”。
老子说“道可道”。
《圣经》说“太初有道”。
佛教说“邪魔外道”。
我老了，不免胡思乱想，胡说八道，自觉悟出一条真理: 老年是广阔天地，是可以大有作为的。
An old man is said to understand the Way most probably: the Way of good administration as put forth by Confucius, the Way that can be explained as suggested by Laotzu, the Word (Way) in the very beginning as written in the Bible and the Way of pagans as denounced by theBuddhists. As I am growing old, I can't help being given to flights of fancy and having my own Way of creating stories. However I have come to realize the truth: my old age serves as a vast world in which I can still have my talents employed fully and developed completely.七十岁开始可以诸事不做而拿退休金，不愁没有一碗饭吃，自由自在，自得其乐。
历届韩素音翻译大奖赛竞赛原文及译文
历届韩素音翻译大奖赛竞赛原文及译文历届韩素音翻译大奖赛竞赛原文及译文英译汉部分 (3)Hidden within Technology‘s Empire, a Republic of Letters (3)隐藏于技术帝国的文学界 (3)"Why Measure Life in Heartbeats?" (8)何必以心跳定生死？ (9)美(节选) (11)The Literature of Knowledge and the Literature of Power byThomas De Quincey (16)知识文学与力量文学托马斯.昆西 (16)An Experience of Aesthetics by Robert Ginsberg (18)审美的体验罗伯特.金斯伯格 (18)A Person Who Apologizes Has the Moral Ball in His Court by Paul Johnson (21)谁给别人道歉，谁就在道义上掌握了主动保罗.约翰逊 (21)On Going Home by Joan Didion (25)回家琼.狄迪恩 (25)The Making of Ashenden (Excerpt) by Stanley Elkin (28)艾兴登其人（节选）斯坦利.埃尔金 (28)Beyond Life (34)超越生命[美] 卡贝尔著 (34)Envy by Samuel Johnson (39)论嫉妒[英]塞缪尔.约翰逊著 (39)《中国翻译》第一届“青年有奖翻译比赛”（1986）竞赛原文及参考译文（英译汉） (41)Sunday (41)星期天 (42)四川外语学院“语言桥杯”翻译大赛获奖译文选登 (44)第七届“语言桥杯”翻译大赛获奖译文选登 (44)The Woods: A Meditation (Excerpt) (46)林间心语（节选） (47)第六届“语言桥杯”翻译大赛获奖译文选登 (50)第五届“语言桥杯”翻译大赛原文及获奖译文选登 (52)第四届“语言桥杯”翻译大赛原文、参考译文及获奖译文选登 (54) When the Sun Stood Still (54)永恒夏日 (55)CASIO杯翻译竞赛原文及参考译文 (56)第三届竞赛原文及参考译文 (56)Here Is New York (excerpt) (56)这儿是纽约 (58)第四届翻译竞赛原文及参考译文 (61)Reservoir Frogs (Or Places Called Mama's) (61)水库青蛙（又题：妈妈餐馆） (62)中译英部分 (66)蜗居在巷陌的寻常幸福 (66)Simple Happiness of Dwelling in the Back Streets (66)在义与利之外 (69)Beyond Righteousness and Interests (69)读书苦乐杨绛 (72)The Bitter-Sweetness of Reading Yang Jiang (72)想起清华种种王佐良 (74)Reminiscences of Tsinghua Wang Zuoliang (74)歌德之人生启示宗白华 (76)What Goethe's Life Reveals by Zong Baihua (76)怀想那片青草地赵红波 (79)Yearning for That Piece of Green Meadow by Zhao Hongbo (79)可爱的南京 (82)Nanjing the Beloved City (82)霞冰心 (84)The Rosy Cloud byBingxin (84)黎明前的北平 (85)Predawn Peiping (85)老来乐金克木 (86)Delights in Growing Old by Jin Kemu (86)可贵的“他人意识” (89)Calling for an Awareness of Others (89)教孩子相信 (92)To Implant In Our Children‘s Young Hearts An Undying Faith In Humanity (92)心中有爱 (94)Love in Heart (94)英译汉部分Hidden within Technology’s Empire, a Republic of Le tters 隐藏于技术帝国的文学界索尔·贝娄（1）When I was a boy ―discovering literature‖, I used to think how wonderful it would be if every other person on the street were familiar with Proust and Joyce or T. E. Lawrence or Pasternak and Kafka. Later I learned how refractory to high culture the democratic masses were. Lincoln as a young frontiersman read Plutarch, Shakespeare and the Bible. But then he was Lincoln.我还是个“探索文学”的少年时，就经常在想：要是大街上人人都熟悉普鲁斯特和乔伊斯，熟悉T.E.劳伦斯，熟悉帕斯捷尔纳克和卡夫卡，该有多好啊！后来才知道，平民百姓对高雅文化有多排斥。
翻译评析：第二十二届韩素音青年翻译奖竟赛汉译英译文和译文评析 1
幸福是什么模样，或许并不难回答。幸福就是一本摊开的诗篇，关于在城市的天空下，那些寻常巷陌的诗。
Perhaps it is not so difficult to define happiness after all. Happiness is an unfurled scroll of poems, describing ordinary alleys under the city skies.
蜗居在巷陌的寻常幸福
Simple Happiness of Dwelling in the Back Streets
隐逸的生活似乎在传统意识中一直被认为是幸福的至高境界。但这种孤傲遁世同时也是孤独的，纯粹的隐者实属少数，而少数者的满足不能用来解读普世的幸福模样。
A secluded life has traditionally been deemed, as it seems, the supreme state of happiness, although such aloofness and retirement breed loneliness as well. Few people in fact end up as genuine recluses, whose contentment does not suffice to construe what happiness is for all.
和来家中做客的邻居朋友用同一种腔调巧妙地笑谑着身边的琐事，大家眯起的眼睛都默契地闪着同一种狡黠；和家人一起围在饭桌前，衔满食物的嘴还发着含糊的声音，有些聒噪，但没人厌烦。
When neighbors and friends come, they share witty jokes about personal trivialities, implicitly understanding each other's eye movements of like astuteness. Family members sit around the dining table, chattering through mouthfuls of food, and no one is bothered by the noise.
第二十七届韩素音青年翻译比赛汉译英优秀奖的译文教学内容
保护古村落就是保护“根性文化”To Preserve “Ancient Villages”, to Protect the “Roots of Culture”传统村落是指拥有物质形态和非物质形态文化遗产，具有较高的历史、文化、科学、艺术、社会、经济价值的村落。
但近年来，随着城镇化快速推进，以传统村落为代表的传统文化正在淡化，乃至消失。
对传统村落历史建筑进行保护性抢救，并对传统街巷和周边环境进行整治，可防止传统村落无人化、空心化。
“Traditional villages” refer to those with tangible and intangible cultural heritages and of high historic, cultural, scientific, artistic, social and economic value. But in recent years, traditional cultures represented by traditional villages have been fading away or even dying out with rapid urbanization. In order to prevent those villages from being uninhabited or hollowed out, we must protect historic buildings at risk there, restore the old streets and lanes, and renovate their surroundings.古村落与其说是老建筑，倒不如说是一座座承载了历史变迁的活建筑文化遗产，任凭世事变迁，斗转星移，古村落依然岿然不动，用无比顽强的生命力向人们诉说着村落的沧桑变迁，尽管曾经酷暑寒冬，风雪雨霜，但是古老的身躯依然支撑着生命的张力，和生生不息的人并肩生存，从这点上说，沧桑的古村落也是一种无形的精神安慰。
韩素音翻译大赛-英译汉一等奖
GlobalizationA fundamental shift is occurring in the world economy. We are moving rapidly away from a world in which national economies were relatively self-contained entities, isolated from each other by barriers to cross-border trade and investment; by distance, time zones, and language; and by national differences in government regulation, culture, and business systems. And we are moving toward a world in which barriers to cross-border trade and investment are tumbling; perceived distance is shrinking due to advances in transportation and telecommunications technology; material culture is starting to look similar the world over; and national economies are merging into an interdependent global economic system. The process by which this is occurring is commonly referred to as globalization.Correspondent: Globalization has been one of the most important factors to affect business over the last twenty years. How is it different from what existed before? Companies used to export to other parts of the world from a base in their home country. Many of the connections between exporting and importing countries had a historical basis. Today, to be competitive, companies are looking for bigger markets and want to export to every country. They want to move into the global market. To do this many companies have set up local bases in different countries. Two chief executives will talk about how their companies dealt with going global. Percy Barnevik, one of the world’s most admired business leaders when he was Chairman of the international engineering group ABB and Dick Brown of telecommunications provider Cable & Wireless.Cable & Wireless already operates in many countries and is well-placed to take advantage of the increasingly global market for telecommunications. For Dick Brown globalization involves the economies of countries being connected to each other and companies doing business in many countries and therefore having multinational accounts.Dick Brown: The world is globalizing and the telecommunications industry is becoming more and more global, and so we feel we’re well-positioned in that market place. You see currency markets are more global tied, economies are globally connected, more so nowadays with expanded trade, more and more multinational accounts are d oing business in many, many more countries. We’re a company at Cable & Wireless now, well-positioned to carry the traffic and to provide the services to more and more companies that now need to get to five countries or twelve countries, we’re often there.Correspondent: When Percy Barnevik became head of the international engineering group ABB, his task was to make globalization work. He decided to divide the business into over a thousand smaller companies. In this way he believed the company could be both global and local. In answering the question “How do you make globalization work?”, Percy Barnevik describes the “global glue” that keeps the many different people in ABB together. He then looks at the need to manage the three contradictions of company: it is decentralized but centrally controlled, it is big and small at the same time and it is both global and local.Percy Barnevik: We have now for ten years after our big merger created a “global glue” where people are tied together, where they don’t interna lly compete, but support each other, and you have global leaders with global responsibility and your local managers working with their profit centers, and if you have the right, so to say, agenda for these people and the right structure, you can use a scale of economy and your advantages of bigness but being small. We used to say you have three contradictions: decentralized and still centrally controlled, big and small, global and local, and, of course, to try to make these contradictions work together effectively, then I think youhave a big organizational competitive edge.Correspondent: Globalizations can bring advantage to a business, but how does a company go global? Dick Brown mentions three ways companies can achieve “globalness”. Firstly, companies can work together in alliances. Secondly, they can acquire or buy other companies, and thirdly they can grow organically by expanding from their existing base.Dick Brown: Well, as you go global, and a handful or more of companies are going to really push out, in my view, to be truly global companies, and some of them, maybe all of them, will also work to be local. They’ll be local in chosen markets and global in their ability to carry their customers’ needs from continent A to continent B. We want to be one of the companies that’s both global and local. Alliances are one way to be global, it’s not the only way to be global; you can acquire your way to “globalness”, you can organically grow your way to “globalness”, you can have alliances which help you get global quicker, so you take your pick.Percy Barnevik: You have to start from the top with local people who understand language, culture and so on, and I think in this global world where the East is coming up now, that’s a winning recipe.Correspondent: ABB already found the winning recipe. Its theory of globalization has become the company’s working practice. So how do you make theory work in practice? Percy Barnevik believes that successful globalization involves getting people to work together, overcoming national, cultural barriers and making the organization customer-driven.Percy Barnevik: You see the easy thing is to have the theory, but then to make the systems work, to make people really work together, to trust each other — Americans, Europeans, Asians, to get over these national cultural barriers and create a common glue, ABB, and then make them customer-driven. If you can achieve that, and create that culture deep down then I think you have an important competitive edge.Correspondent: What Dick Brown and Percy Barnevik have shown is that there are different routes to globalization and that companies have to work hard to succeed in going global. Actually one of the disadvantages of the Global Strategy is that integrated competitive moves can lead to the sacrificing of revenues, profits, or competitive positions in individual countries — especially when the subsidiary in one country is told to attack a global competitor in order to convey a signal or divert that competitor’s resources from another nati on. The challenges managers of transnational corporations face are to identify and exploit cross-border synergies and to balance local demands with the global vision for the corporation. Building an effective transnational organization requires a corporate culture that values global dissimilarities across cultures and markets.英译汉一等奖参赛译文来源：中国译协网EC301全球化1世界经济正在发生根本性的转变。
历届韩素音翻译大奖赛竞赛原文及译文详解
历届韩素音翻译大奖赛竞赛原文及译文英译汉部分 (2)Beauty (excerpt) (2)美(节选) (2)The Literature of Knowledge and the Literature of Power byThomas De Quincey (5)知识文学与力量文学托马斯.昆西 (5)An Experience of Aesthetics by Robert Ginsberg (6)审美的体验罗伯特.金斯伯格 (6)A Person Who Apologizes Has the Moral Ball in His Court by Paul Johnson (8)谁给别人道歉，谁就在道义上掌握了主动保罗.约翰逊 (8)On Going Home by Joan Didion (11)回家琼.狄迪恩 (11)The Making of Ashenden (Excerpt) by Stanley Elkin (13)艾兴登其人（节选）斯坦利.埃尔金 (13)Beyond Life (17)超越生命[美] 卡贝尔著 (17)Envy by Samuel Johnson (20)论嫉妒[英]塞缪尔.约翰逊著 (20)中译英部分 (23)在义与利之外 (23)Beyond Righteousness and Interests (23)读书苦乐杨绛 (25)The Bitter-Sweetness of Reading Yang Jiang (25)想起清华种种王佐良 (26)Reminiscences of Tsinghua Wang Zuoliang (26)歌德之人生启示宗白华 (28)What Goethe's Life Reveals by Zong Baihua (28)怀想那片青草地赵红波 (30)Yearning for That Piece of Green Meadow by Zhao Hongbo (30)可爱的南京 (32)Nanjing the Beloved City (32)霞冰心 (33)The Rosy Cloud byBingxin (33)黎明前的北平 (33)Predawn Peiping (33)老来乐金克木 (34)Delights in Growing Old by Jin Kemu (34)可贵的“他人意识” (36)Calling for an Awareness of Others (36)教孩子相信 (38)To Implant In Our Children’s Young Hearts An Undying Faith In Humanity (38)英译汉部分Beauty (excerpt)美(节选)Judging from the scientists I know, including Eva and Ruth, and those whom I've read about, you can't pursue the laws of nature very long without bumping撞倒; 冲撞into beauty. “I don't know if it's the same beauty you see in the sunset,”a friend tells me, “but it feels the same.”This friend is a physicist, who has spent a long career deciphering破译(密码), 辨认(潦草字迹) what must be happening in the interior of stars. He recalls for me this thrill on grasping for the first time Dirac's⑴equations describing quantum mechanics, or those o f Einstein describing relativity. “They're so beautiful,” he says, “you can see immediately they have to be true. Or at least on the way toward truth.” I ask him what makes a theory beautiful, and he replies, “Simplicity, symmetry .对称(性); 匀称, 整齐, elegance, and power.”我结识一些科学家（包括伊娃和露丝），也拜读过不少科学家的著作，从中我作出推断：人们在探求自然规律的旅途中，须臾便会与美不期而遇。
第23届韩素音青年翻译奖竞赛汉译英原文
汉译英竞赛原文：摩天大楼指数——如影随形的经济危机作为一种以巨大的经济力量为支撑的建筑物，摩天大楼常被民众和政客视为展示经济繁荣、社会进步的标志。
有些经济学家则持完全相反的看法，认为摩天大楼的出现，特别是摩天大楼的纪录被刷新，往往预示着经济即将衰退。
“高楼建成之日，即是市场衰退之时”，这是德意志银行的证券分析师安德鲁·劳伦斯于1999年发表的判言。
2006年2月15日，雷曼兄弟公司在北京召开全球经济会议，其全球首席经济学家卢埃林向我国客户提及“摩天大楼指数”的预言：“如果全球有发生经济危机的可能性，那很可能会在2007年或2008年。
”雷曼的首席经济学家预见了2007年到2008年的经济危机，但却不曾想到，雷曼的百年基业正是在这场危机中化为泡影。
对于经济而言，摩天大楼是荣耀还是诅咒？其与经济危机之间是否真的存在这样密切的联系呢？1999年，安德鲁·劳伦斯经过研究验证了摩天大楼与经济危机的关联，并将这种关联称为“摩天大楼指数”。
每一幢刷新世界纪录的摩天大楼的崛起，往往都伴随着经济的衰退。
自20世纪初以来，全球共出现了四轮摩天大楼热，而每一次，都伴随着经济危机或金融动荡。
20世纪20年代，美国经济转好，证券市场再度空前繁荣，民用、商用房产建设高歌猛进。
这期间，三座刷新纪录的摩天大楼先后兴建。
纽约的华尔街40号、克莱斯勒大厦和帝国大厦相继于1929年至1931年的三年中落成，但随之而来的不是新的繁荣，而是空前的大萧条。
在经历了被美国人称之为“黄金时代”的20世纪60年代强劲、持续的经济繁荣后，纽约的世贸中心和芝加哥的西尔斯大厦开始兴建。
1972年和1974年，两座再次刷新世界纪录的摩天大楼相继落成，随后，全球经济发生了严重滞胀。
摩天大楼与经济危机的关联如此密切，很难用巧合来理解，那么究竟是什么原因让经济危机总是与摩天大楼如影随形呢？首先，人性使然。
人性当中有盲目自信的一面。
具体体现在对客观事物认识不足，偏执于对事物的主观看法上。
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传统百货会否成为“消失的行业”数据显示，2011年中国电子商务市场整体交易规模达到7万亿元，同比增长46.4％。
电商营销取得的成绩，对传统百货行业的市场占有率是极大的挑战。
越来越多的人去网购，在需求短期之内没有大幅变化的情况下也就意味着相应的百货商场客源流失。
业内人士表示，近年来百货业销售下滑较大的品类也正是方便网络购买的品类，比如家电、IT产品和纺织品，甚至是奢侈品。
同时，一些传统百货商场还面临沦为电商“试衣间”的尴尬。
不少人去实体店确定了衣服等物品的款式、尺寸之后到网上支付购买，由此诞生了“抄号族”、“偷拍党”。
随着网购市场的日益庞大，服装、化妆品和家居用品等都已经纳入涉猎范围，消费者线下选货线上购买。
电商侵占市场之外，行业之内的激烈竞争也不容小觑。
传统百货商场之间同质化较严重，造成同业之间竞争激烈，近年来全国多个城市都在大力建设购物中心等大型商场，使本来就竞争激烈的百货商场经营更加困难。
走在城市的商业街区，几乎所有的百货商场在销售内容、店面设计和产品布局等方面大同小异。
一博士生说，从北京走到福州，看到各个城市的商场几乎是一样的。
“内忧外患”之下，传统百货是否会成为下一个“消失的行业”？多位受访专家表示，传统百货行业面临较大的竞争压力，但并非没有机会。
依靠线上线下一体，差异化竞争，商业模式创新等方式，百货行业或可成功“逆袭”。
据了解，目前“触电”的百货商场并不在少数。
2012年以来，北京的大型百货都相继上线了自己的电子商务平台。
天津百货大楼的电子商务正在筹划实施中。
同时，百货商场应该针对目标客户群体走错位经营、差异化营销的路子。
一博士生导师强调，尽管最近几年百货商场面临的商业环境更加严峻，来自电商和大型商业综合体的竞争更加激烈，但对百货商场的客户群体只是分流了一部分。
百货商场应该深耕目前所占有的客户群体，完善售后服务，探索针对客户的个性化服务。
另外，传统百货应该借助购物中心的发展势头趁机转型。
据了解，零售业的业态构成与人均GDP水平存在一定的对应规律。
人均GDP处于3000美元至5000美元，以大型综合超市为主，在5000美元至1万美元则以购物中心、专卖店、专业店、便利店为主。
而2011年我国人均GDP已经超过5000美元，传统百货业可以趁机向购物中心等方向转变。
汉译英一等奖参赛译文来源：中国译协网CE239Traditional Department Stores: the “Disappearing Industry”?According to the statistics, the total transactions of China’s e-commerce market hit RMB 7 trillion in 2011, with an annual increase of 46.4% compared to the previous year. The achievements of the e-commerce have posed a great challenge to the market share of traditional department store industry. Given no substantial change in demand for the short term, the fact that a growing number of people go online shopping means the corresponding customer loss for the department stores. Insiders said that the categories in the department store industry with considerable sale decline in recent years were precisely those convenient to purchase online, such as household electrical appliances, IT products, textiles, and even luxury goods.At the same time, some traditional department stores also face the embarrassment of being reduced to the “fitting room”for e-commerce. Many people go to the stores to choose the style and size of clothes and other products, and then purchase them online, which gives birth to the so-called “number-copying clan”and “secret-photographing clan”. With the expansion of online market, clothes, cosmetics, household products and other items have all been embraced into online shopping, where the consumers select products at stores and buy online.E-commerce’s occupation of the market aside, intense competition within the industry, which has resulted from serious homogenization among traditional department stores, cannot be underestimated either. Besides, recent years have witnessed a surging wave of building shopping centers and malls by a large number of cities across the country, which adds to the difficulty in operating department stores given the already fierce competition. Almost all the department stores in the commercial blocks present quite similar sale contents, store design and product layout. According to a Ph.D. candidate, the shopping malls of different cities from Beijing to Fuzhou share much resemblance.Under both internal and external pressure, will the traditional department stores become the next “disappearing industry”? Several experts interviewed have said that although the traditional department store industry is facing huge pressure from competition, it does stand a chance. By virtue of the integration of online and offline sale, differentiation competition and business mode innovation, department store industry may successfully “counter-attack”.It is learnt that a considerable number of department stores have “gone online”. Since 2012, large department stores in Beijing have successively launched their online e-commerce platforms. The e-commerce of Tianjin Department Store is currently under implementation as well.Meanwhile, department stores should follow the strategy of differentiated management and marketing in line with target customers. As a Ph.D. supervisor emphasized, although in recent years the department stores faced increasingly severe business environment and intense competition from e-commerce and large commercial complexes, they lost only a portion of their customers. Department stores should further cultivate their current customer group, improve after-sale services and explore personalized service for customers.In addition, traditional department stores should take advantage of the momentum of shopping center for transition. It is learnt that there is a correspondence law between the structure of retail industry and per capita GDP. The per capita GDP of $3,000-5,000 corresponds to large-scale comprehensive supermarkets mainly, while per capita GDP of $5,000-10,000 corresponds to shopping centers, franchised stores, specialty stores, and convenience stores. As China’s per capita GDP has surpassed $5,000 in 2011, traditional department stores should seize the opportunity to transform themselves into shopping centers or other forms.。